Brands achieve rare levels of emotional connection with viewers
LOS ANGELES—(BUSINESS WIRE)—Ace Metrix, the leader in measuring the impact of video advertising, today released three lists of outstanding Q3 creative that achieved rare levels of powerful, inspiring and funny emotional connections with viewers.
The lists were derived using Ace Metrix’s new, groundbreaking approach that measures 57 different reactions/emotions in ads, such as heartfelt, nostalgia, humor, authenticity, preachy, sexist, boring. The methodology is based on deep Natural Language Processing and machine learning analysis of hundreds of viewer reactions to every ad – in their own words.
Some of the ads on each list rank in the 99th percentile for the given emotion/reaction. At a time where advertising has to go beyond simply entertaining and actually make an emotional connection, these brands achieved great success in Q3.
Q3’s Most Powerful
Fewer than 12% of all ads in our database spark this reaction from viewers, and the top five ads are more powerful than 97% of those. A strong message is the foundation of any ad that fires signal for “Powerful,” as viewer responses include phrases such as: “a real sucker for,” “bold message,” “extremely powerful message,” “liked her message,” and “meaningful message.”
|Rank||Brand||Ad Title||Length||Likeability Score||Powerful Percentile|
|1||Dawn||Dawn Helps Clean Wildlife||0:30||814||99th|
|4||Nike||Do It :60||1:00||700||97th|
|5||FedEx||Tortoise & Hare||1:00||741||97th|
Q3’s Most Inspiring
Inspiring ads are far and few between, as less than 9% of all ads register any signal for this emotion. Stories about facing adversity to achieve one’s dreams evoke comments from viewers that include the following phrases and words: “courageous,” “dream can come true,” “empowering!,” “inspiration,” “no matter disability,” and “their goal.” Of those that inspire, the ads on this list rank in the 95th percentile and above.
|Rank||Brand||Ad Title||Length||Likeability Score||Inspiring Percentile|
|1||Strayer University||Never Stop Growing||1:00||635||99th|
|2||Nike||Just Do It — Serena Williams||1:00||722||97th|
|4||Nike||Dream Crazy 2:00||2:00||705||95th|
|5||State Farm||Wish You Were Here||0:15||662||95th|
With about 25% of all ads going for laughs, or at least a chuckle, funny is one of the most common emotions triggered in advertising. Viewer responses include words and phrases such as: “chuckled,” “cracked me up!,” “extremely funny,” “genuinely laughed out loud,” “hahah!,” “hilarious,” “lmaooo,” and “quite humourous.” These ads all ranked in the 99th percentile for funny:
|Rank||Brand||Ad Title||Length||Likeability Score||Funny Percentile|
|1||Southwest||Get Away :15||0:15||702||99th|
|5||Ore-Ida||Introducing Ore-Ida Potato Pay||1:05||643||99th|
You can find a detailed version on the Ace Metrix website, here.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI’s. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
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